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Have Regular Renewals? Use Trigger Marketing

Do you sell the kinds of products or services that are ordered on a cyclical basis or that renew according to a regular schedule? If so, you should consider sending simple, calendar-triggered reminders based on the customer’s purchase or service history to keep your revenues flowing.

Auto dealerships use this technique all the time. To boost its service revenues, one Pontiac-Buick dealership decided to slice its customer database (both active and inactive) by type of automotive service, such as emissions checks, tune-ups and brake service. Then, the dealership sorted this data by date of next service, such as all customers with emissions checks coming up within the next 60 days. They used this information to generate weekly alerts to car owners in advance of the recommended service dates for their vehicles.

Using this approach, the dealership saw its service department profits rise to 18% within the first six months of the campaign, compared to 12% in the prior six months.

As auto dealerships know, a simple reminder can be incredibly effective. It works in other markets, too. Software upgrades. Computer service contracts. Gym memberships. Medical appointments. Pet care. Landscaping. Floral arrangements for birthdays and anniversaries. Any market in which the need for products and services is ongoing and cyclical.

Talk to us about how you can combine trigger marketing with personalized alerts and offers to keep your customers ordering. Don’t have those critical dates to send those triggers? Ask us about simple data collection. We can help with that, too!